As Casey Newton of The Verge tweeted, “So many publishers think they have audiences, when what they really have is traffic. I think we’re about to find out who has an audience.”

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So what to do? “The best strategy in the short term is to diversify,” writes WGBH’s Tory Starr. She also says to expect smaller audiences with a bigger focus on loyalty and conversion metrics. Do work that serves your readers, says Jason Koebler at Motherboard. Jennifer Brandel suggests embracing platforms like Hearken that already help publishers “spark conversations,” which the new News Feed will prioritize

MediaShift received funding from the Bay Area Video Coalition (BAVC), which receives support from the Bill & Melinda Gates Foundation, to launch the MetricShift section to create a vibrant hub for those interested in media metrics, analytics and measuring deeper impact.

About MetricShift

MetricShift examines the ways we can use meaningful metrics in the digital age. We provide thoughtful, actionable content on metrics, analytics and measuring impact through original reporting, aggregation, and audience engagement and community.

Executive Editor: Mark Glaser

Metrics Editor: Jason Alcorn

Reader Advisory Board

Chair: Anika Anand, The Evergrey

Brian Boyer, Spirited Media

Clare Carr, Parse.ly

Anjanette Delgado, Gannett

Hannah Eaves, consultant, Gates Foundation

Alexandra Kanik, Ohio Valley Resource

Ian Gibbs, Data Stories

Lindsay Green-Barber, The Impact Architects

Celeste LeCompte, ProPublica

Alisa Miller, PRI

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Who We Are

MediaShift is the premier destination for insight and analysis at the intersection of media and technology. The MediaShift network includes MediaShift, EducationShift, MetricShift and Idea Lab, as well as workshops and weekend hackathons, email newsletters, a weekly podcast and a series of DigitalEd online trainings.